Sustainable Marketing: A Value-Based Approach presents a comprehensive, strategically grounded framework for understanding and implementing sustainable marketing. Centered on the process of creating, communicating, and delivering sustainable customer value, it positions sustainability as a core driver of long-term competitive advantage. Dr. Dobromir Kirilov Stoyanov develops a value-based perspective that connects businesses, policymakers, and society in a shared effort to generate positive social and environmental impact.
The book addresses digital-age misinformation and skepticism, equipping readers with critical thinking tools to evaluate evidence and identify credible environmental information. It introduces the concept of five sustainability gaps in consumer behavior and examines sustainability across the marketing mix, including sustainable design, innovation, life-cycle assessment, ethical pricing models, transparent communication strategies, and trust-building frameworks for long-term customer relationships.
Practical tools, conceptual models, and teaching case studies make the material accessible and actionable for diverse audiences. This textbook is ideal for undergraduate and graduate students in marketing, business, or sustainability; professionals seeking to transition toward sustainable practices; educators in search of a contemporary sustainability text; and policymakers or NGO leaders exploring market-based sustainability solutions.
1. The call for sustainable future: a fad or a must?.-
2. Sustainable
marketing process: a value-based approach.-
3. Understanding sustainable
value through consumer behavior.-
4. Creating sustainable value through
product management.-
5. Creating sustainable value through price management.-
6. Communicating sustainable value through marketing communications.-
7.
Delivering sustainable value through customer relationships.-
8. Sustainable
value in action: case studies.
Dobromir Kirilov Stoyanov holds a Ph.D. in Marketing from the University of Economics - Varna, Bulgaria. He is an Associate Professor at EM Strasbourg Business School, University of Strasbourg, France, where he teaches a wide range of marketing disciplines, including Retail Marketing and Logistics, Sustainable Marketing, B2B Marketing, Advanced International Marketing, and Sustainable Customer Relationship Management. His research interests focus on vending retail marketing, the chemistry of marketing, and sustainable marketing. He is a member of the HuManiS Research Center (UR 7308). His work has been published in the International Journal of Retail & Distribution Management, Journal of Consumer Affairs, and Journal of Macromarketing. He is also the author of the textbook Vending Retail Marketing: Text and International Cases (2025), published by Springer.
